Ukrainians, both adults and children, are terribly tolerant about the violation of their rights. Our task was to show teens that they have rights and these rights must be upheld. We had to explain them how to do it without making them bored. We decided to put a teen in a position of an expert who helps other kids out when their rights are violated. We created #smthwentwrong, a chatbot quest in messengers where players got messages from the characters in need. The teens advised them what to do best and instantly they could figure out where their advice got the characters. Regardless of the players' choices, they were taught what’s the right thing to do in such situations. Also, the teens could write to us in the messengers if their rights were violated in order to have the real lawyer’s advice. They wrote indeed, and even shared their personal problems! Integrated advertisement created by UAMASTER, Ukraine for Pact & Change Communication, within the category: Public Interest, NGO.

Film advertisement created by Kinograf, Ukraine for Motiv., within the category: Electronics, Technology.

“Animates” is a new animation studio based in Kyiv. They wanted to focus on working with professionals: advertising agencies and video production studios. The main task of Animates’ branding was to catch attention of art directors, designers and video producers, looking for animators for their projects. This is how we’ve got the idea to use familiar for creative people elements of one of the most popular animation softwares. We chose recognizable selection tool and created adaptive dynamic logo. As the main colors we picked black together with yellow, pink and blue, which are also very typical for the mentioned interface. In order to show motion on static pictures we used image of trajectory of movement. Design advertisement created by ONCE, Ukraine for Animates, within the category: Professional Services.

#CleanMyCity is a series of urban cleanups initiated by CleanMyMac X. To promote our 2019 cleanup challenge, we created Junkman, the first hero made entirely out of junk. Can you scare people into being litter-conscious? We’ve been trying to figure out just that with our CleanMyCity prank inspired by CleanMyMac X. Whenever unsuspecting folks would drop a piece of litter onto the pile, the “junk” would suddenly rise up and chase them back. This simple idea helped us get attention for our #CleanMyCity urban cleanups. Although CleanMyMac X is only a junk cleaner app, we believe that fighting junk should go beyond digital. And everyone can remove a bit of waste from this planet, whether it’s gigabytes or garbage bags.

Film advertisement created by Tabasco Ukraine, Ukraine for Armed Forces of Ukraine, within the category: Public Interest, NGO.

EMwatch is a stress tracker with Al-based mental health advisor designed by Ukrainian tech startup Emotion Labs. It is able to prevent 75% of stress-related diseases thanks to more than three years of research conducted by a team of bioengineers and technological scientists. Following its mission “to reshape completely daily stress management practices”, the company launched a new stress-less productivity tool called “Tame The Time”. The most stressful time for the majority of people is the last hour before a deadline. Especially the final 15 minutes. During this period, it is natural for a person to speed up beyond his abilities. At the same time, the person is overwhelmed because of the feeling that time has also sped up and started pushing them. Digital advertisement created by Saatchi & Saatchi, Ukraine for Emwatch, within the categories: Electronics, Technology, Personal Accessories.

Film advertisement created by Tabasco Ukraine, Ukraine for Lyuks, within the category: Confectionery, Snacks.

In Ukraine, where brands feel ashamed to create something that is called advertisement and try to add some philosophical and really sophisticated background over their product, Roshen decided to be that brand, who is ok to be “just a perfect chocolate” and created ironic advert which recalls all that stereotypes and chocolate cliches in their new spot made with Ukrainian creative agency BART&FINK. When you are already number one on the market and you are really confident about your quality and the taste of your chocolate, you don’t have to say that it is made with perfect cacao beans somewhere over the rainbow, or for the hundredth time underline that dark chocolate is bitter and sweet. Everyone already knows that. You can be witty and make fun of the category, sit down with your customer over the TV screen and sound like “look what a hilarious stuff we made about our awesome chocolate”. And still, be a number one. Therefore, keeping with the best traditions, we have this high-end spot with the perfect man (obviously), perfect song (come on, we all know it), perfect decorations (Lana Del Rey would be jealous) and a bit of flamingo, because who else can do that? Film advertisement created by Bart&Fink, Ukraine for Roshen, within the category: Confectionery, Snacks.

Film advertisement created by Scholz & Friends, Ukraine for life:), within the category: Electronics, Technology.

goodwine is a local Kyiv wine and grocery store. In 2018 they completely reimagined their loyalty programme making it as personalized as possible. All customers received exclusive offers based on their preferences. So basically every single user was given an own unique loyalty programme. The brief was to create an identity that will go beyond boring and corporate norm of all shops’ loyalty programmes. goodwine is very human. The brand has always supported the uniqueness of every employee and customer. To support the customization of the loyalty programme and the diversity of thousands of goodwine’s people we came up with the idea to create thousands of different identities. We created naive visual style. Then we programmed an algorithm that randomly shuffles elements and creates thousands of designs. We used them to make an exclusive branding for every customer personal card. Now there are no two identical cards because there are no two identical customers. goodwine employees became the part of identity. The posters were placed in the exact store departments next to workplaces of exact people. The heroes of posters ‘explained’ how the loyalty programme worked in their department. We also saved the exclusive speech patterns of employees in copywriting. So that you feel that a real person is talking to you. Usually people don’t like anything new. But this time 85% of old clients switched to the new programme. And 28 459 goodwine’s visitors became new loyal customers. Design advertisement created by Banda, Ukraine for Goodwine, within the category: Retail Services.

Digital advertisement created by ISD, Ukraine for Nurofen, within the category: Pharmaceutical.

According to the survey of the project “Global Assessment of Values” conducted in 2020, 44.8% of Ukrainians do not want to live next to the representatives of LGBT+. “The challenge is that Ukrainians don't want to hear the stories of LGBT+ people. As soon as the rainbow flag appears, many click a skip button,” says Max Burtsev, the campaign's creative director. “The campaign is based on an insight that at the moment people for the first time meet a gay, lesbian, bisexual or trans person, their level of tolerance automatically increases. Because it becomes clear that real people have nothing in common with the stereotypes in their head.” The six LGBT+ stories were narrated by heterosexual opinion leaders who, at the beginning of the video, commit a coming-out... telling the story of another. The characters in the stories were all real people: a military man, a sports coach, a transgender man, a religious woman, a 68-year-old grandpa, a woman whose mother hired a man for her ‘curative rape’. The most unexpected and important result of the campaign was the act of Roman, a Ukrainian military man from Donbass. After publishing a video telling his story, Roman decided to come out publicly. Digital advertisement created by Arriba!, Ukraine for Kharkiv Pride, within the category: Public Interest, NGO.

Direct advertisement created by Grape Ukraine, Ukraine for Renault, within the category: Automotive.

«Partner» Pawnshop Just come by Challenge Pawn shops constantly face reputation problems. Consumers rarely consider pawnshops when it comes to loans due to pawnshop reputation problems. In Ukraine stepping through the pawnshop door is regarded somewhat a failure and incapability to make ends meet. Solution Instead of combating this image problem directly we decided to create a communication hero. Guinea pig! Furry, funny, cute guinea pig that is both tragic and comic at the same time. The little hero constantly complains about his life in the glass aquarium…but unlike humans his problems can’t be solved with money. Humans can, all they have to do is come by "Partner" pawn shop and apply for a loan. The Guinea pig became an ironic mirror which encourages us humans to step over old stereotypes related to pawn shop business. The images with the furry guinea pig now decorate every “Partner” pawnshop store which creates a warm, friendly impression on the people. PS. You may ask why Guinea pig is wearing a diving mask. Oh well, in Ukraine and some other European cultures guinea pig is called "the sea pig". Film advertisement created by Havas, Ukraine for Partner, within the category: Retail Services.

Appliance store Comfy provides super quick delivery at any time. We call this blessing a quickeasy delivery. No one likes long deliveries as well as long ads. To not drive people nuts, we filmed the fastest ads ever - they last for just 1 second. One second is not enough to hate an ad that interferes your video with the kitties, not enough to find skip button, but enough to realize that it was about delivery. The fastest ever delivery ad, that doesn’t anger anyone. Content advertisement created by Banda, Ukraine for Comfy, within the category: Retail Services.

The idea is based on the message that during UEFA EURO 2016 football becomes the foremost kind of sport on the planet. This time all other kinds of sport are on the background. Moreover, sportsmen – hockey, basketball, tennis and others players play football, falling into line with football madness. Football becomes number one game not only on French stadiums and on the screens of millions of fans, but also on hockey fields and basketball and tennis courts. Film advertisement created by Electric Sheep Film, Ukraine for Parimatch, within the category: Gambling.

The idea is based on the message that during UEFA EURO 2016 football becomes the foremost kind of sport on the planet. This time all other kinds of sport are on the background. Moreover, sportsmen – hockey, basketball, tennis and others players play football, falling into line with football madness. Football becomes number one game not only on French stadiums and on the screens of millions of fans, but also on hockey fields and basketball and tennis courts. Film advertisement created by Electric Sheep Film, Ukraine for Parimatch, within the category: Gambling.

Elon Musk meets Tesla Model S on Mars.

The hero is obsessed with an idea of having big inch TV in his house. Film advertisement created by Cheil, Ukraine for Samsung, within the category: Electronics, Technology.

Film advertisement created by Cheil, Ukraine for Samsung, within the category: Electronics, Technology.